The impact of OTT platforms on the cinema industry and audience preferences in China : A case study of tencent video

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Qualitative study investigates effects of Tencent Video on audience preferences and cinema, highlighting generational differences.

Tencent Video significantly influences audience preferences and cinema's evolving landscape through its integrated platform.
Interviews and focus groups revealed generational differences in media consumption, particularly regarding algorithmic engagement.
A case study technique incorporating thematic analysis elucidated the effects of platform governance on users' viewing habits.
The research underscores tensions between platform control and user agency, raising concerns about monetization across generations.

Zhao et al. (2025) studied this question.

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